Opinion
and baggage, the influence of employers (for example by effectively subsidising car-use through mileage allowances and company car provision), people expressing their ‘individuality’ through their choice of (and use of) car, non- transport-related residential locational preferences, sub-optimal market prices for car transport (and related services), and the protection provided by the car from the unpredictable British weather. While it can be extremely hard for
the rail industry to influence these ‘complementary’ factors, it can perhaps make efforts to compensate for them, for example by providing sufficient luggage space on board trains.
Reaching the threshold of change In reality, it will not usually be the case that a single barrier prevents someone using the train for a particular journey. It is more likely that a combination of factors will combine to lead someone to choose an alternative mode. In order to achieve mode shift it
will be necessary to address a ‘package’ of barriers, until rail’s cumulative (and relative) attractiveness is increased to the point where the threshold of change for a particular individual (or group) is reached.
The challenge for the rail industry
is therefore to identify the packages of barriers which can overcome this threshold for the maximum number of people at the minimum cost. The best results are likely to
be achieved by targeting measures at individuals who are more than usually likely to change their travel behaviour, such as those people who are experiencing problems with their current mode or who have recently undergone a major lifestyle change (such as a new job or a house move). Another key point to note is that
achieving significant mode shift is not just about carrying out expensive infrastructure enhancements. These can
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Footbridges – Staircases – Lift Shafts Canopy Repairs – Cladding CMS Steelwork Platform Extensions – Tactiles Access for All – Ramps – Handrails Gantries – Walkways Balustrades – Fencing Structural and Bridge Repairs Train Shed Roof Refurbishment Depot Refurbishment
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Waterloo – St Pancras – Victoria Paddington – Kings Cross
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make a major contribution in certain circumstances, but as described above more subtle factors are also at play, and if these factors are neglected then the impact of infrastructure investments may be diluted.
The continuing pressure on rail
industry costs means that ‘nudging’ people towards rail use may be increasingly important in the future, (and evidence suggests that such ‘nudges’ should be targeted at areas particularly valued by those for whom rail is not yet their preferred mode), such as achieving more seamless journeys. While this review does not aim
to provide a definitive guide towards achieving mode shift to rail, it can form a useful first step by highlighting the factors which may need to be considered when addressing the barriers to rail use which affect a particular route or area. Given the many future challenges which our transport systems face, it is important that these barriers are tackled head on.
This research was funded by the Association of Train Operating Companies. Full details of can be found in: Barriers to passenger rail use: a review of the evidence, Transport Reviews Vol 32, No 6, Pages 675-696.
Prentis Quay, Mill Way, Sittingbourne, Kent, ME10 2QD March 2013 Page 63
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